Big Data

Millennial Media's acquisition of Jumptap was all about data
By August 19, 2013 Read More →

Millennial Media's acquisition of Jumptap was all about data

On August 13th, Millennial Media, the mobile advertising platform operator, announced that it had acquired Jumptap, another advertising platform operating a specialized real-time bidding exchange for mobile. The transaction was an all-stock deal in which Millennial Media took control of Jumptap in exchange for 24.6MM new shares – or 22.5% of the combined, post-transaction company, […]

Guide to Mobile App Analytics
By July 22, 2013 Read More →

Guide to Mobile App Analytics

Last Updated: July 29th, 2013 Presented here is a survey of some of the most popular mobile app analytics platforms currently on the market. The list is broken down into three categories: General Mobile Analytics Platforms, Gaming-specific Mobile Analytics Platforms, and App Store Analytics Platforms. For the purposes of this survey, analytics will be defined as […]

The Hidden Costs of A/B Testing
By June 10, 2013 Read More →

The Hidden Costs of A/B Testing

Some interesting insight into how Zynga operates emerged in the recent Reddit thread started by one of the 520 employees laid off last week. Two posts, specifically, stood out to me: Post 1: On the games side of things I think their whole concept of pulling data on everything players do is amazing. However their […]

A yield management model for mobile advertising
By June 3, 2013 Read More →

A yield management model for mobile advertising

Yield management is a pertinent topic within the context of freemium mobile app distribution, monetization, and user acquisition, as it corresponds closely with the fundamental components of freemium success: demand management; scale; insight; and monetization. Sheryl Kines, one of the most prominent academics conducting research in the field of yield management defines the concept as […]

Quora has a data problem
By May 27, 2013 Read More →

Quora has a data problem

AllThingsD recently published an interview with Adam D’Angelo, Quora’s CEO, that I believe adds some valuable context to an amplifying chorus of dissatisfaction with the service, which has been met with a concomitant slowdown in growth (the interview points out that Quora’s year-over-year growth – in terms of monthly unique visitors – was just 13% […]

Is piracy a freemium strategy?
By March 4, 2013 Read More →

Is piracy a freemium strategy?

Some consider the price point of 0 to be the central operating principle of the freemium business model. And by this standard, any product for which the transaction cost is 0 (for at least some basic functionality) is, commercially, a freemium product. Pirated media and software would fall under this umbrella definition given the premise […]

Emerging Strategies to User Acquisition: Video from Casual Connect Panel
By February 20, 2013 Read More →

Emerging Strategies to User Acquisition: Video from Casual Connect Panel

Last week I participated in a panel at Casual Connect called “Emerging Strategies to User Acquisition”. I was honored to share the stage with Jussi Laakkonen from Applifier, Stefan Bielau, Erlend Christoffersen from Supercell, Gilad Rotem from InGaming, and Billy Shipp from Iddiction. Below you’ll find a video of the entire panel, which clocks in at […]

Analytics is not a cost center
By February 11, 2013 Read More →

Analytics is not a cost center

One innovation the freemium model brings to bear is analytics as a fundamental component of the product development lifecycle: since distribution (and thus customer adoption costs) are 0, behavioral customer data is available with enough volume to develop new streams of revenue from it. The freemium model accords an analytics team the opportunity to conceptualize […]

Big Data in Mobile Gaming: Optimizing the User Experience (slides from IGExpo)
By February 1, 2013 Read More →

Big Data in Mobile Gaming: Optimizing the User Experience (slides from IGExpo)

Today I gave a presentation called “Big Data in Mobile Gaming: Optimizing the User Experience” at IGExpo in Tallinn, Estonia. The aim of the presentation was to provide a general overview of how an analytics system can (should?) inform the development process, with some attention paid to defining various metrics and the process of data-driven […]

Driving free-to-play revenue: Increase conversion rate or increase ARPPU?
By January 7, 2013 Read More →

Driving free-to-play revenue: Increase conversion rate or increase ARPPU?

One of the most frequently levied criticisms against the free-to-play model is its low intrinsic conversion rate: most players (usually more than 95%) will never monetize. In trying to increase revenues, are developers of free-to-play games better served by increasing conversion or by increasing the average revenue per paying user (ARPPU)?